Do you ever wonder what it takes to have a website that converts? After all, what do the highest converting financial advisor websites do differently? In this post, we’re going to go over the six digital marketing techniques that the advisors who get 6-10 or 11+ or more clients per year do to market their business.
1. Have A Calendar Link On Your Website
How do you book your clients? A great way to book more appointments with clients is through having a calendar link on your website. It shows clients when you are available and it also helps you keep your calendar organized and up-to-date.
In the example below, Twenty Over Ten incorporates a link to a calendar for clients to book a meeting. If you make it too complicated for your clients to book an appointment it will deter them away from taking action and actually booking the appointment. The simpler you can make it for them, the better. Once they make the appointment it increases the likelihood that they will convert. The ultimate goal of your website is to convert prospects into leads, so it is essential that you make it as easy as possible for your site visitors to be able to contact you and schedule a meeting.
2. Make Sure Your Website And Blog Are SEO Friendly
Your SEO involves a wide range of activities that you can implement on your own site to make it more accessible and searchable. If you have a good SEO ranking then users will more likely find you when they perform searches which will in return drive more traffic to your site and convert prospects into clients.
So, what do you have to do to make sure your website and blog are SEO friendly? Consistently posting fresh content, updating keywords, internally linking, and adding meta descriptions are all good strategies for boosting your website and blog’s SEO ranking.
Twenty Over Ten client, Rivermark Wealth Management keeps an updated blog with keywords and links. They also have their Newsletter sign up on their blog which is another great tactic to getting more content in front of prospects and converting them into clients.
3. Update Your Website 2X A Month
If you think that you don’t need to continuously update your website, think again! It’s pertinent that you make sure you continually optimize your website and keep it up-to-date at all times. Managing your website and keeping it fresh and current is essential to converting leads. Two times a month take the time to go through and make sure everything is accurate and running smoothly. If you keep up with this, it will really pay off in the end as you will start to see your traffic increase and your rankings increase.
Think that updating your website is time-consuming and complicated? The Twenty Over Ten platform makes updating your website simple and easy.
4. Write For A Specific Audience
How do you make yourself stand out in a highly saturated industry such as financial advising? Clearly establishing your niche will differentiate you from the thousands of others in the industry. It’s important to consider who your niche audience is. Who are you catering to? Who do you specialize in serving? Whoever it is that your advisory firm serves, make sure you explicitly communicate on your website, blog, and landing pages how you are able to help them. Your goal should be to make it as clear as possible who your niche audience is.
In the example below, Twenty Over Ten client Engaging Women in Wealth makes it clear from the moment you land on their homepage who their niche is when they say “We offer comprehensive and customized strategies designed to help women manage their assets and feel confident in their future”.
In addition, Engaging Women in Wealth really illustrates how much they cater to their niche simply from the title of their blog page: “The Empowerment Diary”. The Empowerment Diary really shows the women that they serve that they are here to help them gain financial knowledge. It’s vital that you specifically write for your niche audience. What topics would they like to read? What do they need help with? What interests them? Find things that pertain to your niche audience so that they truly enjoy engaging with your content.
5. Incorporate Video
If you have pictures on your website that’s great! But, if you want to take your website to the next level consider utilizing videos on your website. Did you know that the average user spends 88% more time on a website that has video? In addition, video on landing pages is capable of increasing conversion rates by over 80%. With statistics like that, it’s a must that you incorporate video on your website to convert more clients. Videos are a great way to get relevant and valuable information in front of site visitors. They also help you gain trust among your network while sharing important financial information.
In the example below, Twenty Over Ten client Lifeguard Wealth utilizes a video on their homepage to introduce their financial advising firm and it’s services.
6. Include An “As Seen On” Section
Building credibility can be a major challenge for many financial advisors. With that being said, being a credible financial advisor is the only way you will convert prospects into clients. After all, how will people trust you with their financial planning if you don’t clearly establish yourself as a dependable advisor?
So, how do you build credibility and brand trust within the financial advising industry? Incorporating an “As Seen On” section on your website will prove to prospects and clients that you are trustworthy and reliable.
In the example below, Twenty Over Ten client Quarry Hill Advisors incorporates an “As Featured In” section on their homepage. This is a great way to differentiate your advisory firm and prove your credibility to stand out from the rest.
Wrapping It Up
Building and maintaining a website that converts takes time and effort. However, we can assure that it’s worth it to keep up with your website to ensure that it will convert leads. We hope that these six things that the highest converting financial advising websites do will help you as you enhance your website.
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About the author
A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.